Download JNTUA MBA 2017 Nov 4th Semester 14E00404 Services Marketing Question Paper

Download JNTU Anantapur (Jawaharlal Nehru Technological University Anantapuramu) MBA 2017 November Fourth Semester (4th Semester/2-2) Regular & Supplementary Examinations 14E00404 Services Marketing Question Paper.

Code: 14E00404

MBA IV Semester Supplementary Examinations November/December 2017
SERVICES MARKETING
(For students admitted in 2014 & 2015 only)
Time: 3 hours Max. Marks: 60
All questions carry equal marks
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SECTION ? A
Answer the following: (05 X 10 = 50 Marks)

1 Write short notes:
(a) Customer relationship marketing.
(b) Relationship marketing.
OR
2 Define complaints management. What are the basic steps for complaint management designate a location
to receive complaints.

3 What are the approaches of market segmentation?
OR
4 Discuss about planning service product.

5 Define new service. What is the need for a new service?
OR
6 Define marketing communication mix. Explain the marketing communication mix elements.

7 Explain about word of mouth communication.
OR
8 Describe the challenges in distributing service through electronic channels.

9 Define service quality. Explain importance of quality in service.
OR
10 What is meant by marketing planning? How do we allocate resources and monitory marketing planning
and services?

SECTION ? B
(Compulsory Question) 01 X 10 = 10 Marks
11 Case study:
Apple?s pricing strategy for iPhone in the US.
On September 5, 2007, Steve Jobs (jobs), CEO of Apple inc. (Apple), announced a steep price cut on
Apple?s much hyped iPhone. The price cut coming as it did within 10 weeks of the products launch,
angered the early adopters who had bought their handsets at a premium price.
Some of these customers had waited in queues before Apple stores for days to buy the phone as
soon as it was launched While Apple justified its price cut saying that it wanted to make the iPhone more
affordable, some analysts felt that such a steep price cut within few weeks of its launch was nothing short
of a public relations (PR) fiasco for the company.
The iPhone, which was launched on June 29, 2007, was available at a premium price of US$ 599 for
an 8GB version and US$ 499 for a 4GB version.
Before the launch of the iPhone, many analyst were of the opinion that Apple had overpriced the
product, which reportedly cost the company just US$ 281 (for the 8GB version) and US$ 246 (for the 4GB
version) to produce.
Questions:
(a) What are the foundations of pricing objectives of Apple iPhone?
(b) What are the tools for public relation campaign?
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